The Revolution Of TV Online, a talk at SIC 2014


I attended the Seattle Interactive Conference the last two days. The first session I went to was “The Revolution Of TV Online: Get Ready For 20 Million On Demand Channels By 2018.”

Daryl McNutt (@darylgmcnutt) of Adaptive Media showed the audience snippests of online telelvisiont rhough their various platforms such as Hulu and Xbox. Hulu had methods of syndication and obtaining revenue from sponsors that made it a pioneer in the Online Television business model. Netflix was a pioneer of quality online only original series with hits like the latest season of Arrested Development TV Series and Orange Is the New Black TV Series.

Youtube is still the amazing relevant video dump that it has been for a long time. It has changed the way we watch video. Many of us consume more video but they’re shorter and packed Online Television means more options. With mobile devices, it’s mostly tablets, but I’ve seen some convincing articles like this: Turn smartphone into CINEMA PROJECTOR with £16 cardboard box | Daily Mail Online.

So, we can chose the where, what and how long with the myriad of options of YouTube and other up and coming online media channels like Vimeo and pay for just what we want if at all. Everyone on social media breathed a collective sigh of satisfaction when they saw headlines like this: HBO to Launch Stand-Alone Streaming Service.

As a person with a childhood of Television Saturation (a whole afternoon to evening line-up took up my whole afternoon and evening) this has been a great time to focus on the things that I actually want to watch and not just what’s “on.” It’s funny because my generation (most of us anyways) never really paid for television. We went right on from our parents paying for cable to searching for stuff we like through discovery engines like StumbleUpon and sharing stuff we like to our friends via social media links.

An audience member asked about how to create content for a small screen and in the same vein, how to integrate content across multiple screens. McNutt replied (all paraphrasing here, folks) that REI is using different sequences for different segments, moving the user through devices and different screens, 6 Ways REI Shapes the Digital Consumer Experience. The issue is how to keep track of where the user is through the journey through multiple devices without having them to log in.

He showed a commercial ( Family Reunion) emphasizing that celebrities aren’t necessary if you have compelling content.

Takeaways: make your media snackable, brace yourself for the wide-open option-filled media space of the Internet, run analyses of your audience to see what media you should be focusing on because it’s integrated content requires a planned strategy



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